Dior launched a new cologne for men called Dior Homme Sport avowedly destined to rope in a younger consumer, aged 25 to 40, as well as a more international audience. The brand decided to achieve this goal by resorting to a gourmand connotation as well as to freshness, the latter interpreted as being a more accessible trait in fragrances.
Actor Jude Law is fronting the fragrance globally except in the US and the UK. Model Jon Passavant is the man in the ads in those two countries.
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